One campaign that has truly wedded an innovative business model with an equally impressive marketing campaign- is Tupperware’s She Can You Can. The campaign leveraged Print, PR, Social Media and Microsites to position the new powerful She Can woman- the essence of the brand. The marketing team had a very well defined idea of this person and pushed it cohesively and effectively through all media channels:-
•A person who chased her dream, even if it meant going against the tide
•A person who had risen through her own effort- A woman next door
•Not very old, early 30s- since the company wanted to recruit a younger profile amongst its sales force
•Someone who has achieved recognition in her own circles, but not a celebrity
The trick was to go beyond the the Tupperware sales force- and make this a campaign for women empowerment. Two protagonists were shortlisted for this:
–Saloni Malhotra: Engineer, but went to rural India to start a BPO
–Chhavi Rajawat: MBA, but gave up her job to become Mayor of a village
Stories were pitched in Mid-Day. Teasers were launched on Facebook. A Microsite was created: http://TupperwareSheCanYouCan.com. as was a YouTube channel. The campaign achieved phenomenal results- more than 20K SMS enquiries and 10K from the website. But the biggest acheivement was that it inspired many Indian women to transition from being housewives to business consultants.
Checkposts 